Agenda

Viral ads help advertisers overcome the most common barriers to effective advertising. Virality creates engaged consumers, brand advocates, and business success. Virality supercharges media spend. And with Ipsos ASI’s newest model, the potential of an ad’s re-transmission via viral and social media channels can be estimated ahead of time. Ipsos ASI, the world’s largest ad testing organization, has uncovered four drivers of virality. Does your next campaign have what it takes to go big?

Rod Keller, Vice President of Advertising Research for Ipsos ASI will introduce the new model for Re-Transmission Potential and the background thinking that went into its development. Rod will share key learnings for ‘best practice’ in maximizing virality. We will look at examples of ads that work in this space, and explore why other ads that might at first glance seem to play by the rules of ‘effective advertising,’ fail to either connect with consumers or become viral.

If you are in the business of creating advertising and are at all reliant upon social media to help amplify your messaging, this will provide valuable insights into those things you need to do to maximize your advertising performance. See Rod Keller’s bio

Gamification is the serious business of bringing fun to everyday behaviors. Companies across industries are utilizing gamification and advertainment techniques to promote consumer interaction with their brand or organization. With the great proliferation of media devices, cross-channel gamification is here to stay and you can learn how to make it work for your company to increase revenue, customer retention and brand-awareness.

Vicky Tamaru of Plexipixel and Joey MacArthur of Pokémon will be sharing their thoughts and experiences as veterans in the world of games and marketing. From tips on implementation to how to engage with the appropriate markets, you will learn a great deal about successfully bringing your brand to a whole new world of digital interaction. See Vicky Tamaru’s bio

Word of mouth is the most powerful form of marketing. Nearly 80% of us say we trust recommendations from other consumers while more than 75% believe that companies are untruthful in their advertising. Clearly, today’s smart marketers are seeking out ways to stimulate consumer conversations and generate sustainable buzz.

Rod Brooks, CMO of PEMCO Insurance, will share the five key principles of effective word of mouth marketing along with the four decisions that every marketer and brand manager can make to fuel the conversation and create engagement for their brands. Are you looking for an edge? Then this is a session you won’t want to miss! See Rod Brooks’ bio

While everyone has been talking social media, the “old-fashioned” TV is undergoing dramatic changes. Learn how to integrate online with TV and how to use geographic niche targeting to make TV affordable and more accessible. TV will now be part of the conversation economy. See Craig Friedson’s bio - See Whitney Joly’s bio - See Marty Roberts’ bio

While much of the buzz about marketing today continues to be about social media and mobile, the fact of the matter is that marketers cannot succeed in either space without a solid content strategy in place first. This “content first” approach to marketing is now widely recognized as Content Marketing, which involves “thinking like a marketer, and acting like a publisher” as the basis of creating, distributing and sharing content for engaging with prospects and customers.

Russell Sparkman will introduce the fundamentals of Content Marketing through a presentation about the Content Marketing Cycle. At the conclusion of his presentation, Russell will do a “live” content strategy workout with a member of the audience, to demonstrate the essential processes and techniques. See Russell Sparkman’s bio

Michelle Flandreau, Direct Marketing Manager at Tommy Bahama, will share the challenges of changing customer perceptions while broadening a brand beyond the bounds that customers are currently comfortable with. Sure, Tommy Bahama has brand evangelists for their clothing lines, but can they expand their demographics? Even venture outside of apparel?

The Microsoft Office Relationship Marketing team developed a lifecycle program to increase loyalty and customer engagement. The program resulted in increased loyalty and customer engagement, and also drove email open rates up to 9 times higher and clicks through rates up to 22 times higher than non-targeted Office email programs.

Marrying customer’s email address with behavior data, the lifecycle-based program is tailored to customer’s interests. The program gives customers highly relevant content via 11 triggered emails fully integrated with more than 15 banner ads. This session will go over all the details! See Diana Lawson’s bio

The Northwest Entrepreneur Network exists to help startups succeed. Telling the right story to the right audience is a particularly important skill that can be developed with the proper instruction and practice. Come learn as one of our best Pitch Doctors tells you what gives a story legs. Also, hear from David Weidner of Clever Rain Technologies, John Jerome of Jerome and Associates and Andy Boyer of Relaborate who have come through NWEN, and how they have crafted their own stories to squeeze the most from their marketing budgets and reach their target audiences. See David Weidner’s bio - See John Jerome’s bio - See Andy Boyer’s bio

Jeff Hasen from Hipcricket and Gus Swanson from Clear Channel – Seattle will talk about entering the mobile space with success. You will be better equipped to identify the opportunities, ask the right questions, sell mobile into your organizations, and most important, move the needle on your business. See Jeff Hasen’s bio - See Gus Swanson’s bio

Conversations with employees are just as important as the ones you have with customers and prospects. Mitch Germann of Edelman Digital and Dennis O’Malley of Moxie Software will share how internal social networks help to magnify and expand those conversations—and increase collaboration, productivity and innovation. What you’ll take away:

• How the Social Brand, the Social Business and the Social Customer all interact to create value
• How internal social networks enable your employees to be better brand ambassadors
• Where you fall on the social maturity curve
• How to get started with internal social networking

The session is moderated by Bill Boyd—founder of IABC's Morning Manager series, and co-founder of the Seattle Internal Communications Leaders Forum and the Information Overload Research Group. See Bill Boyd’s bio - See Mitch Germann’s bio - See Sennis O’Malley’s bio

David Preston lives with his community. His passion, engagement and subject matter expertise allows him to build a direct connection with those that are presumptive buyers.

In this session David talks about how to build a successful community and about the marketers role as an orchestrator that recruits, coaches and helps subject matter experts from all parts of the organization to engage in the conversations in online communities. See Dave Preston’s bio

The use of video has become an essential component of an integrated marketing campaign. Video content is the most powerful and effective way of connecting with your audience on an emotional level. It is a staple in social media, branded entertainment, meetings, events, keynotes, customer evidence, new product introductions, promotions,training, education, advertising, public relations and the web. Case in point: YouTube is now the 2nd largest search engine on the web.

In our Marketing with Video session, attendees will learn to identify opportunities for the effective use of video in their business. Our experienced panelists will also share experiences and insights on content development and the production process in creating videos that will significantly impact the success of a marketing program.

Moderated by David Mangone, Partner and Executive Producer/Director of Wattsmedia, the panel will include Lee Tashjian, Vice President of Corporate Communications at Fluor Corporation; Eddie Rehfeldt, VP/Creative Strategist at Waggener Edstrom Worldwide; and CarolynPaola, Manager of Marketing Communications for Voyager Capital. See David Mangone’s bio - See Lee Tashjian’s bio - See Eddie Rehfeltd’s bio - See Carolyn Paola’s bio